Taste Liverpool. Drink Bordeaux. Economic Impact Evaluation

Background

We were commissioned by Culture Liverpool to undertake an evaluation of Taste Liverpool. Drink Bordeaux.

Taste Liverpool. Drink Bordeaux is a new food and drink festival in collaboration with Liverpool’s hospitality sector, the Bordeaux Wine Council and the French Government. For four days in June, Liverpool came alive to celebrate its food and drink sector. The goals of the evaluation were:

To identify and quantify the visitor element of the economic impact of the 2022 events programme in Liverpool
To develop a profile of the audiences for each of the events included in the research;
To obtain consumer perceptions of the events and suggestions for future improvements, from both local residents and visitors.

In more detail, this research aimed to understand:

Audience profile;
Lifestyle characteristics;
Motivations, key drivers and triggers for attendance including the role of the city in deciding to visit;
Influence of marketing in the decision to attend;
Length of stay in Liverpool and NW England;
Modes of transport used to travel to, and within the City;
Quality of experience including satisfaction with and image of the event and Liverpool;
Visitor expenditure and economic impact

Methodology

We worked with Culture Liverpool to design a survey which delivered on the above objectives as well as liasing with other stakeholders to ensure that they were able to collect data of use to them – e.g. the Bordeaux Wine Council.

273 face to face and 237 online responses were collected in total, with refusal surveys collected from respondents who didn’t want to take the full survey, to better understand the demographic profile of event attendees.

Face to face interviewing was undertaken utilising a systematic approach to reduce interviewer bias and ensure a representative sample of attendees was interviewed.

Economic impact analysis was undertaken using an established economic impact framework.

Outcomes

We provided a full report to Culture Liverpool including detailing the visitor profile, spend patterns, satisfaction and including economic impact calculations. Culture Liverpool subsequently used this data in their submission for awards, including a nomination for Best Leisure and Tourism Campaign at the Prolific North Marketing Awards for instance.

The festival delivered an estimated economic impact of £758,000.